One creative idea - "Watch your own heart attack". Just one exposure -
120 seconds of content. On only one channel - ITV. What makes it
brilliant is how this message avoided the traditional, repetitious and
interruptive ad model to stand out and create content that acted as a
real "appointment to view" programme within the ITV1 peak schedule.

On 10 August, at 21.17, a two-minute film was aired on ITV1 that
simulated, from the perspective of the victim, the symptoms of a heart
attack. The transmission time was promoted heavily through broadcast
poster, print and radio ads, but it was the added endorsement of key ITV
celebrities in promotional trailers that really pushed the boundaries
for the judges.

And with just one exposure - six million viewers watched their own heart
attack, four out of five people had greater understanding of attack
symptoms and an estimated 70 people who saw the film survived because
they called 999 more quickly.

All from the power of one.

Topics

A new Campaign for a new breed

New ideas, new perspectives, new focus

Register for tailored email bulletins today and let us deliver the insight that you need